Why It Matters: Driving Conversion With Design

William Cotter

Net Affinity

Conversion

Centered

Design

Only 3% of Site Visitors will Convert

What You Will Learn Today

Make the Most of Your Visitors’ Attention

Increase Site Conversion Rate

You Only Have 3-5 Seconds to Grab Visitors’ Attention

What We Will Cover

1. What is Design 2. Stages to a Purchasing Decision

3. Importance of Landing Pages

4. Digging Deeper into Conversion Optimisation

5. Design Guide for Conversion

6. Where Visitors Abandon the Conversion Process

7. Tips to Reduce Abandonment for Better Conversion

What is Design?

Drawing to Show the Form and Function

“The very first thing that I do whenever I start a new assignment is to

search for the meaning of it.”

Massimo Vignelli, renowned Italian designer

Form

Function

The Look and Feel It should create an emotional connection with the audience. Site Usability This relates to how a site works, the level of engagement with users it facilitates

Look at it from the Visitor’s Perspective

Does this site match my needs right now?

Does it fulfil my goals and have what I want?

Can I navigate the site easily? Can I find the information I want and make a booking with ease?

Form

Function

Designing Creates Challenges for both Client & Agency

Form

Function

Form should focus on: imagery, branding, copy & composition. There should be clarity of direction – client & agency should speak with one voice.

This should involve: navigation, user flow, guiding visitor to action devices, dealing with changing browsers & technologies.

Tools to Measure Form & Function These tools let you use real data to track how different parts of

your design are performing

Make Use of Heat, Confetti & Scroll Maps e.g. Crazyegg

Visitor Recordings e.g. Inspectlet, Clicktale

Form

Function

Eye Tracking Studies Here’s What the Experts Say

Put your most valuable content above the fold The left side of your page is important People read big, bold headlines Blocks of information are best You need a lot of white space Pictures of people are good Get rid of banners

Source: QuickSprout

The Booking Funnel Stages in Making a Purchasing Decision

Use four different mediums to create

awareness, interest, desire & action

Text, Graphics, Images and Sound – that’s it.

Simplicity is Key

Users Don’t Read, They Scan

Users Are Impatient

Users Don’t Make Optimal Choices Users Follow Their Intuition

Users Want to Have Control

Conversion is all About Attention

As Attention Rates Goes Down,

Key Point

Conversion Rates Go Up.

Remove options to encourage visitors to click on the

thing you really want them to.

Landing Pages are at the Heart of Conversion Centered Design:

one page, one purpose

Match Landing Page Headlines and Images with Your Ads for:

Lower Cost per Click

Higher Ad Position

Better ROI

Higher Conversion Rates

Home Page vs Landing Page

57 : 1

Source: Moz

Strong Landing Page Elements

Emotive Headline

Descriptive Subheading

Concise Copy & Bullets

Testimonials/Social Proof

Strong Call to Action

Prominent Button

Minimal (zero) Links

High Quality Imagery

Trust Sign Source: Kissmetrics

Attention Ratio

Conversion Coupling

Contextual

Congruence

Clarity

Too many choices results in confusion and abandonment.

Pre-click experience should match the post-click landing page.

Maintain a contextual flow. For example, if discussing a “romantic

getaway,” the landing page should continue that conversation.

Eliminate negative words, like “proximity of nightlife and bars” when

promoting family getaways.

Simple design, use of white space, use imagery to sell.

Credibility Boost consumer confidence with hotel reviews/ratings or testimonials Source: Kissmetrics & Unbounce

When to Use Landing Pages

Paid Search Marketing

Paid Social Marketing

Email Marketing

Remarketing / Display Ads

Uncover Your Conversion Stats

Dig Deeper for a Truer Picture

Source: organic, referrer, direct, paid, social

Device: desktop, tablet, mobile

Mobile device: Android v Apple

Location: Europe, the UK, the US

New vs. Returning

There is Demand for Responsive Design to Improve Users Experience on Multiple Screens.

Key Point

Additional Help is at Hand...

Google Analytics Gives You Insight into Demographics

You can see… Conversion Rate by Gender

Conversion Rate by Age Profile …and a lot more!

Look to build customer personas & personalise the experience. Be the best offer for your key demographic.

Key Point

Path to a Better Conversion Rate

Persona Ad Landing Page

Better

Conversion

Rate

Where Do Guests Abandon?

53% 26% 21%

When shown the When asked for When asked for

total price personal details payment details

Source: SaleCycle.com

Improve Conversion by Minimising Abandonment Conditions

Before Abandonment

Clearly display total price Booking deposit: clearly state conditions Reduce number of form fields when requesting personal details Confirm total price on payment page and display security logos Show images of room and supporting text Offer price guarantees

75% of first time visitors who abandon do so with the intent of returning again.

33% 13% 43% 11%

Same Day Next Day Within week After a Week

Source: SaleCycle.com

Improve Conversion by Remarketing

After Abandonment

Ad Retargeting through google and affiliate networks

Email Recovery retargeting as part of the booking process

Breakdown of “time-to-purchase” Data

30% purchase in less than 20 minutes

50% purchase in 20 minutes to an hour

60% purchase in 1 to 3 hours

65% purchase in 3 to 12 hours

72% purchase in 12-24 hours

80% purchase in 3-7 days

95% purchase in 1-2 weeks

100% purchase in more than 2 weeks Source: SeeWhy

Summary

Design – Form and Function

AIDA - Stages to a Purchasing Decision

Important Role of Landing Pages

Dug Deeper into Conversion Optimisation

Design Guide for Conversion

Why Visitors Abandon the Conversion Process

Tips to Reduce Abandonment for Better Conversion

Net Affinity is an international award-winning

Technology, Design and Marketing Company who work

exclusively with hotels.

We drive more direct business to your hotel, and

develop client relationships that allow us to consistently

cultivate and develop your business. Your success is our

success!